The snacks business will invite fans to create their own 30-second Doritos ad for the chance to win $1m (£631,000) – the largest it has awarded in the campaign’s seven-year history. Five finalists will be selected by a panel of judges including legendary Marvel comic book writer Stan Lee before their ads are put to a public vote. The video with the most votes will receive the cash prize, while the top two will be show during next year’s match.
It launches the brand’s Marvel tie-up and will offer both winners the chance to work with the entertainment company on the set of its eagerly-anticipated release. Previous campaigns have been US-focused, but the company is banking on film franchise’s global appeal after 2012’s “Avengers Assemble” became the third-highest-growing movie of all time worldwide.
Ann Mukherjee, senior vice president and chief marketing officer of PepsiCo’s snacks division, says: “As a brand that spans 46 countries on six continents, we know firsthand that regardless of where our fans are located, they are all about seizing the moment and making an impact in the boldest way possible.
“With Crash the Super Bowl, we’re now delivering an unprecedented opportunity for fans around the globe to share their talent and creativity on one of the world’s largest advertising stages.”
It ties to the brand’s first global marketing campaign “For the Bold”, which launched earlier this year to source activity on fans living for the moment. Doritos, which has around 39 per cent global market share according to Euromonitor, said at the time it wanted to repeat the success of its crowdsourcing efforts around the Super Bowl.